The who, what, when and why of reshaping your company's traditional functions

If you are thinking that you’ve seen a similar title to this somewhere amongst your collection of textbooks and notes, you most probably have.

Cravens et al. (2011) speak about organisational evolution and how this big bang can cause a serious strategic shift in your organisation.

Here's why...

As a sales leader with strategic knowledge, you would understand the importance of having a good strategic plan and how this overflows onto the sales organisation and its performance.

The sales and marketing departments within today’s organisations are experiencing significant shifts in certain processes that are found to be influenced by various market factors (Sheth and Sharma, 2008). These include a focus on service, in both sales and marketing; changes in supply chain procedures; changes in customer behaviour and technologies; and the growth of IT* in CRM**.

Years ago the focus of a company was on the product and simply having the capabilities to supply that to the customer regardless of how the customer feels after receiving that specific product or service. However, this so called evolution has changed the way in which business is done.

Today’s companies need to effectively respond to customer and market pressures so as to establish a high standard in service- unique to their company. This quality service is found to be a very good differentiating tool in business today. As a result, the need for new capabilities in managing the business is something that you as a sales leader should look into.

The purpose of such a need is to easily realign sales and marketing processes to ensure excellent customer value that can be used to differentiate your company. I say ‘easily’ very lightly since reshaping and repositioning a company’s existing traditional functions can prove to be a challenge. Firstly, think back to Fayols management functions- planning, leading, organising and controlling. Critically evaluate these functions within your company and ask yourself if they are recent enough to sustain the competitive edge your company needs as a result of such a shift in organisational functions.

So basically, who should be reading this?

The sales leader. The sales leader’s role is essential. This leader generates enthusiasm and makes the employees feel respected and valued and this will show in the way they interact with the customers and align the vision for better service.

Wait... what is even happening here?

The best companies are the ones that deliver an exceptional customer experience. Make sure your organization takes the time to develop and combine the elements of sales and marketing to realign processes, keeping in mind today’s consumer and their needs.

When exactly should this happen?

Reposition & reshape your strategic plans and shift requirements early. This will give your company time to adjust to the shifts and implement the changes in the “front-end” of the organisation.

Why is this necessary?

“Organisational evolution suggests that traditional specialist functions change in how they operate and in the level and type of relative influence they exert in the company” (Cravens et al. 2011:32) and so it is important to ensure your company has taken such changes into consideration so as to stay relevant to your customers.

“Learn to adjust yourself to the conditions you have to endure, but make a point of trying to alter or correct conditions so that they are most favourable to you.”

--William Frederick Book

*Information technologies

**Customer Relationship Management